I feel great pleasurefor completions on this field base project. I would express my
sincere and deep sense of gratitude to both the company employees, Aquaguard
water expert and consumers during the collection of data and gave me valuable
guidance for the preparation of this report.
I takethis opportunityto expressmygratitude andappreciation to my projectguide
Mr. Saumya Kanta Swain (AFSO) to giveme the opportunity to do this projectwork
under EUREKA FORBES.
Again, I take this opportunity to express gratitude and appreciation to my project
guide Mr. Millan Kumar Swain (FSE) to give me the opportunity to do this project
work under S.N. ENTERPRISES franchises of EUREKA FORBES.
I, Nigam Prasad Panda student of IMI-Bhubaneswarhereby declare that the work
is done by me and to do the field project report entitled “MARKETING STRATEGY
AND SALE EUREKA FORBES AQUAGUARD (Water purifier)”. This report is done
under the guidance of Mr. Saumya Kanta Swain (AFSO) and Mr. Millan Kumar
5. Executive Summary
This report is all about to show a Marketing plan for Eureka Forbes Aquaguard
water purifier products; with reference, the report shows the plan that how can
Eureka Forbes Aquaguard offers new products in the market. With respectto this,
the report contains comprehensive marketing strategies of Eureka Forbes
Aquaguard to increase the market share as well as product sales. It includes
situation or marketanalysis and competitors analysis. ThereportshowstheEureka
Forbes Aquaguard objectives and segmentation, targeting, positioning as well as
market mix marketing strategies in terms of its 4ps.
This analysis would help me as well as the organization to understand the problem
better and accordinglytake the necessarydecisionto overcomesthe servicefailure
as well as gives customer satisfaction and improve it.
This reportalso containsthe directselling processofthe companyand include their
several other strategic approaches to their customer and provide service after
Eureka Forbes – “Your Friend For Life”
Home Security Solutions
Field Study Scenario At S.N Enterprises
SWOT Analysis Of Aquaguard
STP(Segmentation, Targeting & Positioning)
Maximum Reasons To Buy
Return and Replacement Policy
Consumer Behavior Analysis
Conclusion & Recommendations
Approximately 70% of diseases in India are caused by the poor quality of water in
both urban and rural areas. However, awareness of health risks linked to unsafe
water is still very low morein ruralareas than the urban city. Mostof the cases few
people are boiling the water or usedomestic candle filters. Urban people definitely
more health-conscious and understands the necessity of purifying water before
consumption due to several diseases and kidney failure as compared with rural
people. It is estimated that roughly more than 50% of Indians use manual water
purifiers and more Indians need to aware of the importance of installing water
purifiers with advanced technology such as RO, UV, TDS controller.
Electrical or chemical-based home purification systems are most suitable for
households consumer because the main contaminants are however the
microorganisms and it requires to clean properly before consuming. UV purifiers
and advanced chemical-based systems deal effectively with viruses and bacteria
and that’s why UV based purifiers arethe mostwidely used water purifiers all over
in India. It is estimated that around 60% of urban dwellers do not purify water as
many of them are from a low-income background and cannot afford UV or RO
They are the potential buyers of economical but effective chemical purifiers that
are marketed by Eureka Forbes Aquaguard and Kent Pureit like company tapping
aggressively. Economicaleffective chemical purifiers are the market sizeof 40% of
water purifiers sold and these are becoming increasingly popular as they are
affordable and effective.
Eureka Forbes Limited is India’s leading health and hygiene brand with a multi-
product, multi-channel organization having a gross group turnover of Rs. 29,612
million for the year ending 31stMarch 2018. As a partof ShapoorjiPallonjiGroup,
Eureka Forbes’ provides a wide range of products focusing on 4 categories such as
Home security solutions
It has a base of 20 million happy customers, based on 1,500 cities and towns in
India and all over 53 countries in the world.
Eureka Forbes has a number of dealer and institutional channels, an inventive
business partner network and one of the mostexpansive servicenetworks all over
in India. In its 37 years of existence, Eureka Forbes has been a top leader in direct
selling in India also and today is one of the largest direct-selling companies in the
world. Its water purifiers Aquaguardis thepremium water purifier brand of Eureka
Forbes.Aquaguardhad numerousIndianand international awardsfor its advanced
technology and chemical-based water treatment.
Recently, Eureka Forbes provides advanced technology in its purifiers such as
Active Copper max
Mineral guard technology
Customers have always been the center of business for Eureka Forbes and of the
most marketing strategy is to be in close and constanttouch with there customers
listening to them and understanding their needs. Eureka Forbes has also taken the
initiative to educate their customers to change there perceptions and practices in
terms of basic knowledge about its product and different kind of services.
According to the Eureka Forbes officials “A sale is only the beginning of the
relationship”, however, the company makes special efforts to let the bonds of
friendship endure through there service. Each employee and customer service
executive at Eureka Forbes strives hard to make each individual customer there
“friend for life”. Eureka Forbes has developed its customer service wing in such a
manner that no customer will file in the consumer court. Another important way
to generating revenue comes from its significant part from relationship marketing
including servicecontracts, spares and accessories sales, productup-gradation and
The Dr. Aquaguard, Aquaguard and Aquasurerangeof purifiers builtwith the most
efficient way to match your needs including technology like RO and UV and
delivering notjustpurebuthealthy wateras wellas providespurifierswithina price
range of MRP ₹595 to MRP ₹32690.
Technology Storage Capacity
ION-EXCHANGE TECHNOLOGY 3 Litres
UV+ 4 Litres
UV+UF 6 Litres
RO+UV+MTDS 7 Litres
GREEN RO 8 Litres
RO+ 8.5 Litres
RO 10 Litres
UV 16 Litres
GRAVITY No Storages
InstallationType Source Of Water
Table Top Municipal Corporation
Wall Mounting Borewell
Wall Mount / Table Top Tanker
Under The Sink Multiple Source
Under The Counter
It gives you the opportunity to get your exact match on your range.
Various range of Euroclean and Forbes vacuum cleaners clean both wet and dry
surfacesofyour indoor,outdoor and car with deep cleaning technology addsa new
look and feel to your living space are priced between MRP ₹2499 to MRP ₹22,990.
WET & DRY VACUUM CLEANER DRY VACUUM CLEANER
UPRIGHT VACUUM CLEANER HANDEL VACUUM CLEANER
The widerangeof Dr.Aeroguardand Aeroguardpurifiers air within an area ranging
from 2.79 sq. mt. to 102.19 sq. mt. within a price range ₹4,999 to MRP ₹39,990.
It can be easily installed in your living area, kitchen room etc.
SQ FT BETWEEN 300 TO 799 SQ FT BETWEEN 800 TO 2000
Eurovigil Security has 10 million households with 1100 service partners and 5800
trained technicians in key cities. Itsecures home, officeand differentorganizations
with 360-degreeprotection fromthreats with its mostadvanced electronic security
IP Camera HD Camera Network VideoRecorder
I View IP 200 2MP CCTV – I View HD200 (IRDome) Discover IP 4ch
I View IP 300 1MP CCTV – I View HD300 (IRBULLET) Discover IP
I View IP 300 2MP CCTV – I View HD400 (IRVARIFOCAL) Discover IP 16ch
I View IP 400 2MP EUROVIGIL I VIEW HD 500 PTZ
Access Control System Electronic Security Systems Fire AlarmConventional
I Detector Biometric Access For Home 2 Zone ControlI
Deter 300 4dc Network Controller Commercial 4 Zone Control
Biometric Access For Society
Digital Door Lock For Banks & Jewelers
4D – 360°Home Security Solutions ComplexFor On & Off Premises
14. FieldStudyScenarioat S.NEnterprises
I started my field study about Eureka Forbes Aquaguard water purifier product in
S.NEnterprises, SumHospital, Bhubaneswar. Atfirst, I know abouttheir marketing
strategy in terms of sales, customer service, product promotion, door knocking as
well as taking 4 references from the existing customer. They are basically focused
on new product launch, fieldwork, sales target in a month and product
Productlaunching in Bhubaneswar
Target in a month
Product launching in Bhubaneswar
The company organized a product launching event in Bhubaneswar. Where all
employees of Odishastate region get together to celebrate the event. Inthat event
Eureka Forbes launching new products for different divisions, So that it provided
the proper knowledge and proper guidance to their employees.
Weekly training programconducted by the company to provideproper knowledge
to its AWE (Aquaguard Water Executive) agent. Basically, they provide training
program into various modules such as
Pitching of products
In the sales module, they concentrateon the basis of a sale person thatis all about
how to talk, how to walk, what should the attire of a sale person, etc.
In the industry module, the Aquaguard provides all the information about the
product and training about the product and also gives information about the
coming product of the company as well as after sale service and repair.
15. In the pitching training, Aquaguard provides knowledge about how to do the
pitching of a product, how we going to present our product in front of the
customer. How to give a demo, how to convincethe customer toward the product
and at last how to close the deal.
In the guidance of FSE (Field Sales Executive) all the AWE (Aquaguard water
executive) wentto fieldworkwith differentstrategies. At 08:00a.mall the AWEget
together at the S.N Enterprises. Sometimes AFSO (Assistance Field sales officer)
guided the meeting. After that, all the AWE went to door knocks. At 11:00 a.m all
went to different locations to put stalls for a productdemonstration. Some targets
of AWE are such as:
Total Door knocks in a day : 100
Appointments in a day : 10
Demos in a day : 20
Sale in day : 05
S.NEnterprises provides a differentincentive to achieve the sales target by AWEas
well as provides bike, petrol, accommodation. Besides that to motivate the
employee's company having different incentive schemes on the basis of weekly,
monthly and quarterly basis.
Target in a month
S.NEnterprisesgivestargetto all its AquaguardWaterExecutive on its performance
basis in a month. It directly indicates to measure the performance of each
individual. All the promotions, bonuses and incentives depend on achieving the
As we know that Eureka Forbes Water Purifier Aquaguard is a consumer durable
product and its distribution channel network is given below.
Eureka Forbes Factory
17. Basically, Eureka Forbes distribution network is divided into four categories :
In this distribution system company sales in the direct sales methodology. All four
categories of products are sold to a consumer directly. All the newly launch
products available here 1st. Consumers could get all the services directly from the
company. In this system, thereis no discountavailable so the consumer has to pay
a high price as compared to other distribution systems.
FBP ( Franchise BusinessPartner )
In this distribution system company provides franchise partners to carry forward
its business to another level. In FBP all the newly launched products are available
after 1 to 2 years of time compareto SSD. The FBP has that authority to providea
discount of 16 to 21 percentage to the customer and that is implemented by the
company. It also provides other facilities for repair maintenance and customer
FDO ( Franchise Direct Operation )
In this distribution system company provides a direct order of the product and
distribution to carry forward its business in an effective manner. Basically, the
company more focus on sales and services in this network. The FDO has that
authority to providea discountof 14 to 21 percentage to the customer and that is
implemented by the company.
In this distribution system company provides authorized dealers to develop its
business and make sure the availability of products to each target market. A new
product is available here more than 2 years after launch. The DEALER has that
authority to provide a discount of 1 to 30 percent to the customer and that is
implemented by the company. Basically, it gives high discounts to the customer.
18. MARKETING MIX
It is all about the combination of four Ps of marketing that gives the idea of the
right product with effective price at the right place as well as implementing
Aquaguard easily available all over India.
Aquaguard hasmultiple functionality and easy to handle.
Various products launched fora different customer segment.
Wide rangeof productprices available target different customer bases.
Aquaguard hasa low costof maintenance and customer services.
Compared to other competitors aquaguard offered the bestprices.
These daysall the people in various places need purified water dueto pollution.
Basically, morefocusshould givepoor water quality areas proneto diseases.
Strategically chosen locations forcatching theeye ofpotential consumers.
Aquaguard provides an active subscription immediately bythe company.
Right time installation of products by aquaguard water executive.
Postmaintaince and repair services against paid consumer.
Service during the warrantyand guaranty period.
Aquaguard has a strong brand
Aquaguard has a strong
Achieve various certifications.
Ithas high quality products.
Service quality needs to improve.
After sale servicecatering to the
Due to a huge customer base,
survey the systemperiodically
Distribution systemfor rural
Strong promotional mentors
necessary to focus on business
Aquaguard should target the
Need for creating general
Kent is the 50:50 competitor.
Adopting new technology.
20. STP(Segmentation,Targeting& Positioning)
Basically, Ithelps segmentation to create consumer groups to target in the market.
Inthe caseof this segmentation, Eureka Forbes Aquaguard has segmented as
domestic aswell as commercial product group that serves family, society, office or
Psychographics andbehavioral segmentation :
Inthis case, Eureka ForbesAquaguard hasthis segmentation to answerthat why
consumers need their products and aboutthe consumers who haveinterests in a
wide rangeand purchasing habits.
Onthe basis of this Eureka ForbesAquaguard hassegmentation to serveits target
customers all over the world with its majormarkets in India.Ithasalready started
its business in 53countries.
As for marketsegmentation, Eureka Forbes Aquaguard has a nichemarket to serve
that is household family or organization segmentation and provides required
products in various range as compare to installation capacity or technology basis.
Following are some target strategies of Eureka Forbes:
Its target strategies include aggressive marketing to make aware its target
consumers about its product and even Eureka Forbes Aquaguard make its target
consumersenableto gettheir desiredproductsthroughdoorknocking,puttingstall
in various location as well as give demonstrations and free trail to people.
Apart fromthis, its targeting strategies include sponsorship of its products through
various events with the objective of providing purified water to its consumer base.
21. Market Positioning
Eureka Forbes Aquaguard has positioned itself in the mind of its target customers
as a leader in the water purifier industry and made such products that satisfy its
niche market with customer satisfaction. It's Unique Selling Proposition (USP)
slogan “PAANI KA DOCTOR” has targeted customers to buy the product with a
sense of inspiration and confidence to build good health.
Its positioning strategies are basically strengthened the currentposition, search &
occupy the unoccupied position as well as deposition or reposition the competitor.
Particulars Maximum Outcomes Benefits to you
Brand Aquaguard A name you trust
Purification stages 6 Assurity of safe water
Additional purification UF & UV Double protection fromviruses
Storage Capacity 3-16 ltrs Extra storage
Alert System Yes Safety on purification
Water level indication Yes See the water amount anytime
Cartridge capacity 6000 ltrs Double cartridge life
TDS removal Upto 2000 ppm Assurity of sweet water
Max. turbidity tolerance 15 NTU Crystal clear water
Widest service network 2485 Service partner Fastest service delivery
Eureka Forbes health and hygiene brand water filter Aquaguard firm signed
MadhuriDixit, Nene and her husbandShriramNene for a Rs 100croread-campaign
as brand ambassadors. A social initiative is taken by the Aquaguard brand for
awareness campaign with the slogan “PAANI KA DOCTOR”. Its main objective is to
provide 5 liters of purified water to the people those are really need it as well as
make a brand promotion strategy.
Eureka Forbes Aquaguard offers various indoor and outdoor services in terms of
productdelivery, installation and tracing the order as well as in terms of customer
care post repairing and maintenance service.
Several kinds of payments are accepted by the Eureka Forbes Aquaguard for
shopping purposes such as
Eureka Forbes Aquaguard gives utmost priority to customer satisfaction. Itprovides quick
returns, replacements, exchange & cancellations to retain its brand value as well as
customer retention. Italso provides30daysmoney-back guarantee which will help aworry
freeshopping experience forthecustomer. Foran unsatisfied customer, youcan return the
product with its original packaging to take yourrefund. The steps aregiven below.
To know as wellas an updateabout the new productlaunch, services and any offer
you can follow them website also in various social media platform such as :
Basically, there are three factors affecting consumer behavior such as
psychological, personal and social. To analysing consumer behavior I create a
google form with severalquestionaries about the Eureka Forbes Aquaguard brand
water purifier. I take all the responsesondate 30/11/19afterclosing that link. That
link is given below for reference.
Consumer behaviour has a significant impact on decisions making process related
to customer or public relations and marketing strategy. It provides me not only
vital information regarding the thought process of consumers but also help me
understand several factors such as
Due to the poor quality of water as well as the pollution now a days maximum
numbers of people preferred water purifiers before consuming it.
26. From the above pie chart, 50 percent of people are using an Aquaguard water
purifier as well as another 50 percentage of people are using its competitor brand
Most of the consumer wants to know about the product details as well as some
basic technical knowledge in terms of demo or free trial before purchase. In the
above pie chart, more than 80% of people demand this requirement.
27. For thecaseof salespromotion and advertisement, I considerall the abovesources
through which people came to know about the product. Equal numbers of people
consider that social media, television and mouth publicity are parameter which
plays a big role to enhance the brand value and image.
In India market scenario most of the domestic families prefer an Aquaguard water
purifier in the price rangeof 5000 to 20000. In theabovepie chart, morethan 70%
of people consider 5000-20000 should be the effective price range for an
Aquaguard water purifier. In the case of an average income family price range
above 30000 nobody response to their interest to purchase.
There is various company manufacturing water purifier with several price range
and advanced technology. Some of the company and their products are such as
Hindustan Unilever Pureit
Kentstar Water Purifier
Aqua Fresh Water Purifier
Euro Rive Water Purifier
The above graph indicates that the Kent water purifier is one of the closest
competitors of the Aquaguard water purifier. More than 80% of people responded
that Kent is as good as in market share, brand image and quality of services.
29. Eureka Forbes Aquaguard brand water purifier product provides good quality of
services as 44.1% people responsegood and rank it as 4 in quality of servicefrom
the 5 points evaluation system.
30. CONCLUSION& RECOMMENDATIONS
Itis seen fromthe marketsurvey and consumer behaviour analysisthatAquaguard
has the potential to execute its objectives and can offer new products and expand
its brand to the niche market in any corner of the world.
These are the below strategies and suggestions I have recommended to
Aquaguard. The following points are such as
The UV, UF, ROand RO+water purifiers should betargeted in different areas
according to the T.D.S. ofwater.
Aquaguard mustdevelop its technology rapidly ascompared with other
Asour body requires minerals which aremostof the time weget fromthe water,
dueto the extensive water purification that minerals arewashed away.
I think Aquaguard should focus on purified water added with minerals rather than
on RO+UV such assimilar technology.
Itshould take someof the personaldetails of the consumer as well asthe family
members sothat atthe time of services, the aquaguard can providethe right
products to the right consumer with maintaining the right parameter. Forexample,
water TDS less than 100is considered good fora normal personwhereas asprinter
needs water with a TDS level of approximately 120to 150.
Eureka Forbes could merger and acquisition with other companies in different
countries to expand its business and to implement its global growth strategy to
attain sustainable and long term growthin business.
Interms of productpromotion and awareness, Aquaguard should consider for
sponsorship in the global level event suchas world cup, FIFA,Olympic.
Consumer : Company Employee:
Mr. Manas Ranjan Panda
k-8/944, SumHospital, Bhubaneswar
Mr. Dibani Sankar Pani
Block colony, Dhenkanal
Mr. Abinash Dash
Dr. Dillip Kumar Dhal
Dr. Apsana Pradhan
Er. Sumanta Kumar Mahalik